L.L.Bean Is Ubering Overworked City-Dwellers to Pop-Up Campsites for S‘mores

Maybe spend a little time outside, people?

With road trips, cookouts, festivals, cold beer and the perennial gift that is air conditioning, it can sometimes feel like summer is passing by in a blur. But while some of us are all too ready to take advantage of the sunny weather (read: escape the oppressive heat, in many suffering regions) by heading to the beach or the nearest hiking trail, others may need a little more convincing to leave the house.

Consider L.L.Bean the friend that urges you to get off the couch and into nature. In an effort to help people make the most of their fleeting summer, the outdoor retailer is traveling the country with the L.L. Bean Backyard Campsite, a pop-up camping experience—and has even paired with Uber to help shuttle consumers to the pop-up with $15 coupons for rides to the site.

The site, created by agency Jack Morton, includes roasting s’mores and yard games to really make consumers feel as if they’ve stepped onto a campsite. The retailer has also partnered with The National Parks Foundation’s ParkTracks for what they all an “innovative audio experience.” It’s all geared towards helping visitors really consider the kinds of adventures that await them.

“At L.L.Bean we have always believed in the benefits of the outdoors and are committed to making sure everyone has the chance to enjoy it,” said Steve Smith, president and CEO of L.L.Bean. “We all have busy schedules and don’t spend as much time as we’d like outside, especially in the summer. Making a s’more is the perfect way to pause and celebrate the season. It’s another great way to be an outsider.”

This isn’t the first time the brand has tried to nudge their consumers out of their comfort zones. The L.L.Bean Backyard Campsite is a follow-up to last year’s campaign, which featured a traveling outdoor office that gave people the chance to enjoy the collaborative workspace in nice weather. The campsite is part of the S’more Tour, which kicked off Thursday at The Battery public park in downtown New York City. It will continue on to Buffalo, N.Y.; Madison, Wis.; and Boston, Mass.